The Marketing Bestie Podcast with zoeunlimited "mean girls" always win
Feb 2, 2026
A look at how a controversial public image was flipped into a clean, skin‑first brand. Discussion of rebrand tactics, timing, and product positioning ahead of a major launch. Exploration of sensory marketing, the halo effect, and how social values shape modern beauty brands. A quick run through possible pitfalls like authenticity fatigue and labeling missteps.
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Public Narratives Can Make Or Break A Brand
- The Selena–Justin–Hailey triangle deeply shaped public perception and fueled Hailey's “mean girl” label.
- That backlash directly threatened both her reputation and the early reception of her beauty brand, Rhode Skin.
Claim One Clear Niche First
- Build a clear, distinct brand identity before launching products to avoid being seen as second-best.
- Focus on a unique niche (Hailey chose skin) to own cultural trends authentically over time.
Rebrand Through Trend Ownership
- Hailey converted the ‘copycat’ narrative by becoming the face of the clean-girl, skin-first movement.
- Launching Rhode Skin under a distinct name separated her identity from the Bieber legacy.